Gucci Cruise Spring 2010.

Mert & Marcus scored the new Gucci Spring 2010 campaign, which means Inez & Vinoodh have lost yet another loyal client to the duo, who are gathering an impressive portfolio of brands from Miu Miu to Armani to DSquared2.

Judging by the Gucci Cruise ‘10 campaign, M&M have certainly gone back to the DNA of Gucci, and have made the campaign look expensive and luxurious.

That is something that Inez & Vinoodh haven’t been in touch with lately, with all their theme sets.

However, they are definitely not the ones to blame since Frida has been evolving the Gucci girl into all sorts of characters. One season, she’s bohemian hippie, one season she’s glam rock, another season she’s into safari.

But Spring ‘10 just happens to be one of Frida best Gucci collections to date - it’s a little Tom Ford, modern, sophisticated, sexy - and that seems to make this upcoming campaign even more fitting.

Gucci Cruise ‘10

Snejana Onopka, Natasha Poly, Ryan Kennedy photographed by Mert & Marcus